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CoverGirl Catches Fire with New Movie Partnership
Posted: May 23, 2013
P&G beauty brand CoverGirl announced its first-ever major movie sponsorship of Lionsgate's The Hunger Games: Catching Fire, scheduled for release in North American theaters on November 22, 2013. CoverGirl will launch a creative advertising campaign inspired by the film, featuring new products from the brand's upcoming Capitol Collection from The Hunger Games: Catching Fire, to be announced at a later date.
The film promises to illustrate the exquisite splendor in the world of the Capitol in rich detail, and the film's makeup department used CoverGirl products on set to create the film's luxurious, high couture looks.
"With The Hunger Games: Catching Fire partnership, we wanted to redefine cosmetics' relationship to film with a fantasy-meets-reality beauty experience," said Esi Eggleston Bracey, VP and general manager, global P&G Cosmetics. "The film inspired CoverGirl campaign coming out this fall truly will bring beauty transformation to life in an aspirational, dramatic fashion. All of us at CoverGirl were captivated by Suzanne Collins' novels and the first film, so we're thrilled to collaborate with Lionsgate on such a bold beauty partnership with the release of The Hunger Games: Catching Fire."
"We are excited to announce CoverGirl as the exclusive makeup partner for The Hunger Games: Catching Fire," said Paula Kupfer, Lionsgate's vice president of promotions and consumer products. "The exquisite beauty and style in the world of the Capitol is a focal point of this film. Partnering with an innovative brand like CoverGirl to create an additional layer of beauty storytelling and inspiration for the fans is new territory that we're delighted to explore."